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What Happens When B2B Buyers Start Using ChatGPT?

For the last month or so, it seems that every other post I read or email I receive is about ChatGPT or some other AI writing software. The marketing world has glommed onto the technology as if it will save them from drowning in mediocre, irrelevant … [Read more...]

Filed Under: B2B Buyer Experience, B2B Marketing, Content Marketing Strategy Tagged With: b2b buyer engagement, b2b buying decisions, buyer enablement, content marketing effectiveness

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Why You Need to Revisit B2B Buyer Personas and ICPs

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. This change may be in degrees. Or it may be big enough to require a GTM restructure. I’m not just talking about the economy or supply … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Personas, Revenue Operations Tagged With: b2b buyer engagement, buyer alignment, content marketing effectiveness, sales marketing alignment

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The Importance of Humanness in B2B Content Experiences

What is it that puts the humanness in business experiences? A recent study from researchers at the University of Florida found that it’s not the question of whether people prefer a chatbot or an exchange with a human, but rather the perceived … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, B2B Storytelling, Content Marketing Strategy Tagged With: b2b buyer engagement, B2B content, buyer enablement, content marketing effectiveness

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Why Buyer-Driven Qualification Beats BANT

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. Case in point > BANT. The only component in the four components of budget, authority, need, and timing that’s buyer-driven is need. And I’d … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Lead Nurturing Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment, content marketing effectiveness

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B2B Nurturing for Lost Opportunities

Why did you lose that opportunity? Better yet, how might you resurrect buying intent? I recently wrote about B2B nurturing for net new vs. existing customers. But what about lost opportunities? Most companies tend to either write them off or … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Sales Enablement, Content Marketing Strategy, Lead Nurturing Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment, content marketing effectiveness

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  • What Happens When B2B Buyers Start Using ChatGPT?
  • B2B Marketers Go for a Win with Customer Retention
  • Why You Need to Revisit B2B Buyer Personas and ICPs
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